The Great Cookie Puzzle

The looming holidays are the perfect time to send clients a gift and cement the relationship.

This year, more than ever, it’s important to show your appreciation to those sticking by your side through the raging storm.

My year-end gifts have typically been high-quality wine, cookies, or gift baskets, and I’ve always preferred working with local vendors. Buying from fellow Rotarians and chamber of commerce members adds the benefit of reinvesting in my neighborhood.

Recently I bumped into the cookie lady and it struck me that I never hear from her to encourage me to buy from her. Her merchandise lends itself to a year-round presence, and a quarterly postcard, catalog, or email from her would probably go a long way towards encouraging me to buy more frequently.

Her track record suggests she’ll disappear after shipping my order in December. There’ll be no reminder to order in March or July. No electronic postcards profiling her client of the month. Nothing.

In fact she doesn’t even remind me to order for the holidays. That’s up to me to remember.

Pretty foolish, no?

Allowing yourself to vanish from a customer’s radar is unwise under any circumstance, and especially when times are tough.

Because regardless of your industry, you’ve got competition. And the companies that promote themselves regularly will be remembered when customers are ready to buy.

It’s a rule worth following no matter how big your operation is now.

In about 20 minutes I expect the big catalog outfits will start hitting my mailbox, exhorting me to buy my client holiday gifts from them.

But the small companies – the people who really NEED to market themselves – almost certainly won’t do the same.

Guess who’ll lose in that battle?

True, you need to focus on making your wares and maintaining quality. But, like a shark, if you’re not constantly swimming forward, you will sink.

The adage “Out of sight, out of mind” is true, and failure to remind people you’re there (and why they should buy from you) risks them going elsewhere.

So if you have something new to sell…

Or what you sell can be used at other times of year…

Or you’re looking to grow your business…

Do yourself a favor and reach out to your customers NOW!

With that said, I wish you a week of profitable marketing.             

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IT’S NOT TOO LATE! Get help at www.askmrmarketing.com.